By Nada Norval
SVP, Career Transition Practice Lead at Ratliff & Taylor
As with the Maroon 5 song “Misery” in which the melancholy lyrics seem to contradict the upbeat music, one might not make the connection between the choice of a company’s career transition service provider and their talent brand. But when done thoughtfully, combining these elements can be a big hit.
So, what is talent brand? Talent brand is a company’s reputation as an employer in the eyes of the public. It is influenced by what the company says about itself (the Employer Brand) and the voice of people who work for the organization. It includes what people think, feel, and what they share about their actual experiences. Importantly, it includes those who have left the organization but continue to share their thoughts, particularly on social media. The degree and frequency to which present and former employees share their feelings about the organization directly correlates to the talent brand.
A strong talent brand directly affects an organization’s ability to attract the best job seekers and retain them long-term. LinkedIn’s “Employer Brand Playbook” revealed that a strong talent brand reduces cost-per-hire by up to 50%, and can reduce turnover rates as much as 28%. But how can career transition services influence a company’s talent brand?
Career Transition Alignment with Talent Brand
Career transition services are provided by companies to employees as they leave the organization, helping them to more effectively execute a job search and secure a new opportunity. Having a strong career transition partner allows affected employees to quickly move forward, rediscover and articulate their unique value in the workplace. And because they acknowledge that their experience was part of their separation agreement, these satisfied individuals often become ambassadors for their former employer.
Career transition firms, and their consultants, partner with Human Resources leaders helping them mindfully organize reductions and effectively communicate messages thus allowing the notification process to run smoothly and reduce disruptions for those affected as well as the employees who remain.
Career Transition is an often-overlooked benefit, but essential for organizations that aspire to create great talent brands. Providing career transition services through an organization with certified career transition consultants assist in positive messaging that benefits both former and future employees, the community, consumers of the company’s products and services, as well as other stakeholders.
The quality of the career transition services and the candidate experience going through a career transition program has a direct impact on the public messaging and the talent brand. Those candidates who have a positive experience will attest to the value it brings and its importance as part of the overall employee experience.
At Ratliff & Taylor / Career Partners International, we have heard employees say things like “Without this service, I could not have found my new job.” Some have gone as far as “They should make it a requirement to go through your services” and “This is one of the best benefits my previous employer provided.” Positive statements like these that are shared with friends, colleagues and social media outlets create a profound impact on a company’s talent brand.
Qualitative and quantitative research shows that having an effective and experienced coach is the single-most important element in a positive career transition experience. Consider selecting a service provider with a fully-integrated program that includes certified career transition consultants, and a firm that provides in-depth, one-to-one meetings.
Think you have a strong talent brand? Chances are the answer lies in what current and former employees are saying about you on social media and sites like Glassdoor. Don’t go it alone; capitalize on the benefits of partnering with a strong career transition partner.